The Indian Public Relations Consultant Association (PRCAI) has published a Sprint 2024-25 survey report, which shows a rapidly evolving Indian public relations industry. The industry achieved 250 billion rupees in FY2023, reflecting 19% of the previous year. This is more than three times better than the world growth. The 10 -year compound interest CAGR is 12.8%, and the industry is due to the growing importance of strategic PR practice for business results, technology advances, influencer marketing, and prominent strategic strategies. It is expected to reach 457 billion rupees by 2030.
This survey was conducted by global market research and advisory companies, Ipsus and PRCAI, in cooperation with Astrum Reptation Advisory for the purpose of narrative and storytelling, collecting insights from 220 respondents and consulting companies. It is intended for advanced decisions on the corporate communication team, and a wide range of industries. Expert.
The industry hired 13,300 experts in 2023, increasing by 4,800 in the past five years. The Indian PR industry is expected to increase the number of employees by 2030 with 8% CAGR, and is expected to hire 22,700 experts by 2030.
“Sprint 2024-25 survey results function as both mirrors and maps that reflect the current growth status of India and the industry. In FY201, the industry grew 15 % and mainly new colonavirus infections. In FY2013, the industry grew 11% in FY2011, with a larger market base in FY2013. In addition, regardless of regional expansion and the expansion of various services, this growth is promoted by the industrial adaptation, and it contributes to the expected growth, “said PrcAI President Atle Salma. 。
However, this report has witnessed a 10 -year compound interest CAGR of 12.8%, while PR companies have been stagnant and are dealing with intense cost pressure in human resources, infrastructure and client budgets. It also emphasizes that growth is likely to slow down. It doesn’t grow at the same pace as a consulting company pays for.
“Sprint 2024-25 indicates how PR industry is rapidly evolving in an era where PR may affect business results and growth. AI integration. The experts agree with the AI and big data from the global and local nuances, from the nuances of global and local to the storytelling and digital first approach. Faced to the task, the need for strategic differentiation is highlighted in order to foster creativity, adopt appropriate technology, and continue to develop human resources who will be in the industry. As an expert, we are now in a unique position to build trust and encourage action, “said PRCAI’s CEO Deepy Setti.
Main survey results for Sprint 2024-25:
PR that affects business results
It is clear that PR is no longer an auxiliary function, but a strategic partner for achieving business goals, as corporate communicators are now working directly with executives. The survey revealed that private companies (46%) still contributed, but emerging companies (22%) and NGOs (11%) have emerged as high -growth segments. 68% of PR consultant companies are the main propulsion of the acquisition and collaboration, which is a major propulsion of the industry that is promoted by expanding global, diversifying services, competitive advantage, and acquiring human resources. I agree. Indian PR is shifting from conventional media indicators to primary business impacts. According to this survey, 90% of the corporate communicators are more valuable to the business than exposure to the media, and the same number of people to realize ROI (paid, paid,). We are aware of the need for revenue, ownership) strategies. As a whole, 69% of the respondents agree that digital first approaches are needed for all PR campaigns and PR budgets, increasing from 9.5% three years ago and will be marketing expenditures for the next three years. The percentage may increase to 15.7%.
AI is a PR accelerator and a threat
Artificial intelligence (AI) is an important stimulant in PR innovation, and 90% of the leaders recognize the role of AI in promoting growth, increasing from 44% in FY2022. The top three in the important fields in which big data and AI influence include research and strategy (apart from the media monitoring and the automation of daily work, conversational AI (77%), personalized content Despite these progresses (57%), there is only 13% of the investment in AI, and 47% of the AI invests. 30% do not invest in the enterprise tools, but AI has a headwind, which has some risks such as deep fake, and 90% of respondents. It emphasizes the same information and data, so maintaining a strategic differentiation.
PR based on the purpose gains momentum
The purpose -oriented communication is becoming increasingly emphasized, but it is important to distinguish PR and green washing. More than half of the respondents have acknowledged that clients are increasingly adopting the PR of the purpose, and the top three sectors introduced are social impact, NGO (80%), energy and environment (67. %), Pharmaceutical and healthcare (60%). Organizations are increasingly matching the story with social values such as sustainability and diversity. However, 45 % of the respondents agree that the story of ESG (environment, society, governance) and DEI (diversity, fairness, comprehensive) is often objection to investors, and this survey is the survey. He has warned “green washing”, which emphasizes reliability.
Influencer marketing has emerged, promoting hyperlocal engagement with the community
The role of influencer marketing has emerged as a major growth fundamental power. The report shows the percentage of respondents who responded that influencer marketing contributions to service revenue will increase from 10% in the past three years to 18% in FY2019, and to rise to 28% in the next three years. Masu. In addition, we believe that 73% needs to explore storytelling from a new perspective, and an overwhelming 88% has a cultural nuance to build a customized PR strategy. I agree that it is essential. In the survey, 84 % agree that local storytelling increased, and 86 % agree that local influencers and local dialects attracted a lot of attention. While the relationship with the influencer is attracting attention, 88% feel that influencer marketing needs more accountability for business results, and 53% prefer the main opinion leaders than influencers. I did it.
Human resource development as a strategic essential
The PR industry added 1,300 experts in FY2013, but due to concerns about rewards, work -life balance, and work culture, the turnover rate in FY2023 was 16%. The top five of the reasons for leaving PR company employees are growth opportunities (72 %), work -life balance (64 %), rewards and benefits (61 %), poor labor culture (54 %), and leadership. I am dissatisfied (53 %). ) The survey highlighted the second and third -layer cities that are becoming an important human resource pool that provides better adaptability and loyalty. The number of organizations that adopt such a flexible work model to attract and maintain such labor, but half of the respondents should return to the full -time office by 2025. I feel that.
As 82% of respondents agree, continuous skill improvement and training on site are important to attract and maintain human resources, and 75% are excellent PR professionals. We agree that knowledge in specialized fields is indispensable, and 76% emphasize the need for curriculum review in education. Adjust the institution according to the industrial request.
Z generation forms a future PR workplace
For the first time, the survey was further investigated to investigate the changes in behavior by the rise of Z -generation experts who had a significant impact on the dynamics of the PR industry. The Z generation encourages the PR company to adopt comprehensive policy and mentorship programs to seek ambitious, coordinated, curious, and seek flexibility, rewards and evaluations.
However, the next generation is suffering from a fixed work culture, 45 % is concerned about the overwhelming amount of work, the same number is lacking in motivation, and 41 % are concerned about microma. I feel stressed by the work -life balance. In order to achieve the maximum achievements from the Z generation, their morale and retention rate are improved (93%) by acknowledging talent and rewarding, and when they manage them, they are more relaxed, flexible, and free. Expected to be a principle (86%) and announced that its leadership style would adapt to their management style. Promote comprehensive and colleague -level cooperation (79%). More than 70% of the respondents of the Z generation have emphasized the importance of matching their work with individual values such as diversity, sustainability, and innovation.
Labor force is expected to increase to 22,700 experts by 2030, and it is essential to meet the expectations of the Z generation to maintain this growth.
“The Indian PR industry has reached a stage of reorganization, which is a remarkable growth rate of 1.4 times as GDP in 2024, and this steep length is due to the increase in the influence of digital media, influencer marketing, and social media. The industry is promoted, and as AI and big data are accepted, the need for strategic differentiation is highlighted. , Ipsos Strategy 3 partner and country lead, Defuck Hanumantayappa, concluded.
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